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Customer Insight Strategies: How to Understand Your Audience and Create Remarkable Marketing
by Dr Christine BaileyIn a noisy, fast-paced marketing world, customer insight holds the key to creating memorable, purpose-driven marketing. Customer Insight Strategies outlines the critical role of customer insight and provides techniques and strategies that will help marketers identify trends, nurture leads and understand consumers - ultimately, empowering them to grow profits. The strategies are explained in a straightforward, jargon-free manner, and can be applied to a huge range of marketing challenges, regardless of time, budget or organizational size.Customer Insight Strategies shows precisely how customer insights can be used to build a mission with purpose. It discusses many of the core methods through which customer insight can be gleaned, providing easy-to-follow guidelines for applying them to everyday marketing practice. Covering topics such as customer segments, marketing to personas and lead generation, it contains global case studies from organizations including Cisco, NTT, Refinitiv and The Co-op as well as interviews with leading business professionals sharing their thoughts on using customer insights to grow profits. Written by a highly respected thought-leader and industry influencer, this book will help any professional create truly powerful marketing.
Customer Insights: Kundenbedürfnisse und Konsumentenverhalten verstehen
by Jonas RashediDieses Buch stellt Erhebungstechniken, Analysetechniken und Modelle vor, die dabei helfen, Kundenbedürfnisse besser zu verstehen und zu bedienen. Nur wenn wir verstehen, was einen Kunden bewegt und welche Faktoren welchen Einfluss auf sein Verhalten haben, können wir die einzelnen Touchpoints der Kundenreise zielorientiert gestalten, im besten Fall individualisiert und angepasst für den einzelnen Kunden. Durch die Digitalisierung stehen an den einzelnen Offline- und Online-Touchpoints immer mehr digitale Daten zur Verfügung. Immer performantere IT-Lösungen, das maschinelle Lernen sowie neuronale Netze erlauben es uns, diese umfangreichen Datenmengen zu diesem Zweck auszuwerten. Jonas Rashedi zeigt kompakt und praxisnah, wie das gelingt.
Customer Insights mit Archetypen: Wie Sie mit archetypischen Metaphern Zielgruppen besser definieren und verstehen können (essentials)
by Jens Uwe Pätzmann Yvonne AdamczykJedes Unternehmen möchte seine Kunden bestmöglich verstehen und jagt nach Customer Insights, um motivationale Barrieren und Verstärker der Zielgruppe im Hinblick auf Geschäftsmodelle, Produktinnovationen, Service Design, Personas, Creative Briefs, Claims und Storytelling besser verstehen zu können. Die Autoren zeigen, wie man archetypische Metaphern, z.B. den Fels in der Brandung, nutzt, um Customer Insights zu identifizieren, die das kollektive Unbewusste ansprechen, Emotionen erzeugen und dadurch Handlungen auslösen. Ergebnis ist ein Kompass, der den Weg zu treffgenauen inneren Bildern aufzeigt.
Customer Intimacy and Other Value Disciplines
by Frederik D. Wiersema Fred Wiersema Michael TreacyTo today's customers, value can mean any number of things, from convenience of purchase to after-sale service and dependability. But that doesn't mean companies have to excel at everything. A study of over 40 companies found that market leaders like Dell Computer, Home Depot, and NIKE succeed by narrowing their business focus, not by broadening it. They concentrate on one of three value disciplines--operational excellence, customer intimacy, or product leadership--and align their entire operating model to serve that discipline. Companies should choose a value discipline that fits with their existing capabilities and culture and then push themselves relentlessly to sustain it. And they should willingly change their operations to support that value discipline.
Customer-Introduced Variability in Service Operations
by Frances X. FreiPresents a typology of customer-introduced variability and offers guidance on how to manage each type. Central to the ideas developed is how to mitigate the effects of the apparent trade-off between reducing variability and diminishing the service experience or accommodating variability and compromising operational efficiency.
The Customer Is Always Wrong: An Unhinged Guide to Everything That Sucks About Work (from an Angry Retail Guy)
by Scott SeissCustomers want you to magically produce something from the back room. Bosses schedule you on your day off. Corporate policies are mandated that make zero practical sense. Sound familiar?If you've ever worked in customer service (or any job, really), you know that everyone else—the customer, the boss, the company—is always right, and never the employee. Well, lucky for you, the "Angry Retail Guy" is more furious—and funnier—than ever in this hilariously unhinged guide to all the things we wish we could say out loud at work . . . without getting fired. In The Customer Is Always Wrong, you'll laugh (and maybe cry) at this rant-filled, illustrated attack on all the frustrating things that suck about work.Expanding on the ire-filled, laugh-out-loud viral videos that have made him a (whispered) workplace name, Scott Seiss joyfully eviscerates not only overbearing customers but every annoying aspect of work like purposeless job interview questions, debatable brand values, and the walking human trainwrecks that are our bosses. Scott guides you all the way from first applying to the job, to inevitably gritting your teeth and smiling on your last day when that one manager you despise says, &“Come back and visit us!&”The Customer Is Always Wrong is for anyone who:Is tired of their "raise" being as close as scientifically possible to 0 percentWants to tell their boss that not even the self-checkout machines want to work hereIs prepared to tell the next customer who asks to see the manager that the manager has no idea what's going on eitherCalls in sick whenever their PTO request is deniedBelieves entering a store five minutes before it closes should be illegalExplains, on a weekly basis, why someone can't use a coupon that expired 17 years agoIs physically repulsed by the phrase, "At this company, we're a family. . . ." This tongue-in-cheek commiseration for workers will make you laugh out loud at the things that drive you crazy in the workplace. With Scott's signature rants, funny anecdotes, and absurd musings, this book celebrates and empowers underpaid and overworked employees with an uproarious, illustrated ode to what we really think about our jobs and the customers that come with them (except the ones who read this book, of course).
Customer Is King: How to Exceed Their Expectations
by Robert CravenUpdated eBook editionWhat happens to your customers when you do business with them? Customer is King helps you to approach the problem from the point of view of the clients and work towards the level of customer satisfaction that makes them come back to you again and again.Practical and packed full of easy-to-understand advice, you'll find:* checklists and worksheets* case studies of real businesses* frequently asked questions
The Customer Is Not Always Right: Hilarious and Horrific Tales of Customers Gone Wrong
by A.J. AdamsRetailers, restaurants, and tech support providers believe service is king, but in The Customer Is Not Always Right, A.J. Adams proves that customers will do anything they can to put that motto to the test.Readers get a collection of insights and stories from the popular Web site NotAlwaysRight.com. The book and site showcase customer-relations horror stories everyone can relate to. No matter what side of the counter you're on, there are hilarious tales about everything that can go wrong between the customer and retail or service provider. Whether it's a confrontation in the drive-through over not enough fries or arguing over a one-cent price difference on milk, this book proves the principle of "the customer is always right" can be dead wrong.From groaning, to intense complaining, to situations that leave workers asking, "Are you serious?," readers will enjoy these hilarious tales of customers gone wrong.
Customer Knowledge Management: Improving Customer Relationship through Knowledge Application (Management for Professionals)
by Silvio WildeManaging and transferring knowledge - at the right time, in the right place and with the right quality for customers - enables companies to survive in times of fierce competition. The focus of this work is therefore on Knowledge Management and Customer Relationship Management. The theoretical part comprises several approaches to knowledge, its transfer and the barriers to be overcome when sharing knowledge. This is followed by a description of CRM and CKM (Customer Knowledge Management), outlining how crucial their successful use is. The practical part explores on the one hand the dependence on knowledge and on the other hand its availability for a good customer relationship. It includes a case study that investigates both the administrative and the operational area of a concrete company. The survey results are then discussed in detail, key success factors identified and mistakes pointed out. After this critical analysis, final recommendations are given that every company can benefit from.
Customer Knowledge Management: Leveraging Soft Skills to Improve Customer Focus (Management for Professionals)
by Silvio Wilde Soumit SainCustomer focus is the most important challenge of the future. Providing good customer service depends on how well companies know their customers and clearly identify their needs. Availability of customer knowledge, which is knowledge from, for and about the customer, thus becomes crucial in offering customized products or services. This can be gained most efficiently from direct interaction with customers, but requires the use of interpersonal and organizational soft skills. This book presents the interrelationship between customer knowledge management, customer focus and soft skills and also provides concrete advice on how the management of customer knowledge can be optimized.
Customer Knowledge Management in der Konzeptphase der Neuproduktentwicklung (Kundenmanagement & Electronic Commerce)
by Florian BöckermannDie kontinuierliche Entwicklung und Vermarktung von Neuprodukten ist eine zentrale Voraussetzung für den nachhaltigen Geschäftserfolg von Unternehmen. Dabei ist die Generierung sowie sorgfältige Verarbeitung und Nutzung des Kundenwissens essenziell. Auf Basis theoretischer und empirischer Erkenntnisse sowie einer qualitativen Studie entwickelt Florian Böckermann ein Customer Knowledge Management (CKM)-Konzept, in welchem das im Rahmen der Neuproduktentwicklung besonders relevante spezifische Wissen der Kunden berücksichtigt wird. Auf Grundlage einer industrieübergreifenden empirischen Untersuchung gibt der Autor Hinweise zur Gestaltung des CKM in der Konzeptphase der Neuproduktentwicklung sowie eines Unternehmensumfeldes zur effektiven Umsetzung von CKM. Er zeigt darüber hinaus, dass CKM einen positiven Einfluss auf den Innovations- und Unternehmenserfolg besitzt.
Customer Lifetime Social Value (CLSV)
by Barak Libai Eitan Muller Elie OfekOne of the hallmarks of the digital revolution is the rise of the socially-connected consumer. Concomitantly, the ability of companies to affect and measure the social interactions among customers has grown tremendously. Consequently, in assessing the full value of each customer to the firm it is no longer sufficient to only consider a customer's worth in terms of the discounted cash flows he or she provides through direct payments, it is also critical to incorporate the indirect value generated through the customer's social influence. In this note we develop a framework for measuring and quantifying the social value that a customer generates. We derive a simple expression for Customer Social Value (CSV) and show how to combine it with the commonly used expression for Customer Lifetime Value (CLV). The combined entity is termed Customer Lifetime Social Value (CLSV). The note uses concrete examples to illustrate the main ideas and explores a host of issues related to how customers create value for the firm through their social interactions, such as the duration of social influence, reduction in acquisition costs, segmentation implications, relevance for influencer marketing programs, and connection to firm-level valuation.
Customer Lifetime Value: Reshaping the Way We Manage to Maximize Profits
by Lerzan Aksoy Timothy L. Keiningham David BejouGet the competitive edge by effectively managing customer lifetime valueThe customer lifetime value (CLV) concept is extensively changing the way today&’s business is managed. A student or practitioner needs to understand CLV to best gain the competitive edge in business. Customer Lifetime Value: Reshaping the Way We Manage to Maxi
Customer Lifetime Value: Reshaping the Way We Manage to Maximize Profits
by Lerzan Aksoy Timothy L. Keiningham David BejouGet the competitive edge by effectively managing customer lifetime valueThe customer lifetime value (CLV) concept is extensively changing the way today&’s business is managed. A student or practitioner needs to understand CLV to best gain the competitive edge in business. Customer Lifetime Value: Reshaping the Way We Manage to Maximize Profits is a text that shows in detail how managers and researchers can best use CLV to a business&’s advantage. This valuable resource explores various practical approaches to the measurement and management of customer value that focus on maximizing profitability and growth. Leading thinkers discuss how to leverage CLV in all aspects of business, including customer management, employee management, and firm valuation. Everyone needing to prepare a business for success in the future should read this book.Most books on the subject only cover separate components of CLV and are typically limited to targeting for direct response marketing. Customer Lifetime Value presents all components, cohesively putting them together into an understandable functioning whole. This source prepares forward-looking managers and researchers for the inevitable change and provides strategies to gain and sustain the competitive advantage. Topics in Customer Lifetime Value include: leveraging the customer database to maximize CLV using CLV in customer segmentation customer divestment using CLV in firm valuation setting up an organization designed to maximize CLV much more! Customer Lifetime Value: Reshaping the Way We Manage to Maximize Profits is essential reading for practitioners in the areas of customer satisfaction, loyalty, CRM, and direct response, as well as academics in the service marketing area.
Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)
by Elie OfekThis note presents two related measures for assessing the financial value of a customer to the firm. The first is the well-known measure of Customer Lifetime Value, or CLV for short. The second, which has received much less attention, treats the acquisition of a customer as a financial investment that has a quantifiable return based on future profit streams. Accordingly, we term this latter measure Customer Lifetime Return on Investment, or CLROI for short, and explain how it is calculated. We further show how employing CLROI can yield wildly different marketing implications relative to CLV (despite the strong link between them), particularly for targeting decisions. The note provides multiple examples to illustrate the concepts and also introduces formal characterizations of the two measures. The relevance of segment sizes, customer dynamics, social network influences, and strategic considerations are discussed.
Customer Loyalty and Supply Chain Management: Business-to-Business Customer Loyalty Analysis (Routledge Studies in Business Organizations and Networks)
by Ivan Russo Ilenia ConfenteMany business-to-business (B2B) managers think that customers act rationally and base decisions mostly on price, customer loyalty isn’t considered. Companies outsource various activities, which enable them to improve efficiency, reduce costs, focus more on core competencies and improve their innovation capabilities. Supply Chain Management synchronizes the efforts of all parties—particularly suppliers, manufacturers, retailers, dealers, customers—involved in achieving customer’s needs. Despite much research, the relationship between customer loyalty and the supply chain strategy remains insufficiently explored and understood by practitioners and academics, while the theme has been extensively developed within marketing literature. Customer Loyalty and Supply Chain Management is the result of years of work by the authors on different projects concerning the overlapping areas of supply chains, logistics and marketing, drawing a connection between the literature to provide a holistic picture of the customer loyalty framework. Emphasis is given to the B2B context, where recent research has provided some clues to support the fact that investment in operations, new technologies and organizational strategy have had a significant role in understanding B2B loyalty, particularly in the context of global supply chains. Moreover, the book provides a modernized and predictive model of B2B loyalty, showing a different methodological approach that aims at capturing the complexity of the phenomenon. This book will be a useful resource for professionals and scholars from across the supply chain who are interested in exploring the dimension of customer loyalty in the challenging supplier and customer context.
Customer Loyalty Programmes and Clubs
by Stephan A. ButscherIn every industry, and any company, customer loyalty marketing is an important pillar of corporate strategy. This second edition of Customer Loyalty Programmes and Clubs, explains how the key to effective protection against competition lies in identifying and offering your customers the right combination of financial and non-financial benefits. Stephen Butscher has reviewed the developments that have taken place since his original successful step-by-step guide was published and now includes 'pricing for customer loyalty' and 'e-loyalty' along with extra case studies. He takes you through all the necessary stages to research, plan and launch a programme that builds and develops the relationship between you and your customers, and emphasises value measurement and selection of the right benefits, enabling you to integrate the loyalty programme into every part of your organization. Customer Loyalty Programmes and Clubs includes case studies from some of the most successful companies, including Volkswagen Club, Kawasaki Riders Club, Swatch the Club, Porsche and many more.
Customer Loyalty Schemes in the Retail Sector
by Aldo Sesia Jose B. AlvarezCustomer loyalty schemes (or programs) are explicit efforts by retailers to gain long-term patronage from customers. Loyalty schemes are developed for a variety of reasons: to reward loyal customers, to generate more robust information about customer behavior, to influence consumer behavior, and as a defensive measure to combat a competing scheme. The purpose of this note is to describe the objectives of these schemes, including their origin and evolution; to highlight key aspects of their implementation; and to suggest approaches to maximize their impact. While this note focuses on the U.S. and U.K. retail sectors, most of its content is applicable to other economies.
Customer Magic – The Macquarie Way: How to Reimagine Customer Experience to Transform Your Business
by Joseph A. MichelliIt takes a special kind of magic for a challenger brand to achieve seemingly impossible customer-centric results. It' s that magic that makes Australian telecommunications company Macquarie Technology world leaders in award-winning customer experience. Joseph A. Michelli – the bestselling author of books about brands renowned for their stellar service and outstanding growth, such as The Ritz-Carlton, Mercedes-Benz and Starbucks – was so impressed by Macquarie' s ability to deliver transformative customer experiences that he felt compelled to write this book. Customer Magic is a practical, easy-to-read guide that, consistent with Macquarie' s commitment to delivering customer value, shares transferrable knowledge on how to identify and solve customer pain points; craft a compelling unique value proposition; attract, select, grow and retain customer service talent and subject matter expertise; set, measure, track and incentivise mission-critical business goals and customer-driven growth; innovate solutions that meet your customers' stated and unstated needs; and maintain a growth mindset and leave a legacy of success.
Customer Management Dynamics and Cohort Analysis
by Barak Libai Eitan Muller Elie OfekThe digital revolution has allowed companies to amass considerable amounts of data on their customers. Using this information to generate actionable insights is fast becoming a critical skill that firms must master if they wish to effectively compete and win in today's data-driven marketplace. This note explains the value of examining customer metrics, such as retention rate, revenues, and social influence (k-factor), on an ongoing basis by conducting a cohort analysis. Such an analysis segments customers using one or more criteria, and tracks the behavior and performance of each of these segments over time. Using several instructive examples, the presentation highlights the benefits of running a cohort analysis for deriving a deep understanding of customer trends. Moreover, the examples expose the pitfalls that arise from not accounting for segment characteristics (such as when a customer joined, from what media vehicle they were acquired, how heavily they use the product, etc.) and not paying attention to the evolution of customer metrics over time. The implications of conducting a cohort analysis for firm strategy and for determining customer lifetime value (CLV) are discussed.
Customer Management Processes
by Robert S. Kaplan David P. NortonCustomer management reflects much of what's new in modern business strategy. Whereas innovation and operations management processes remain important to strategic success, the evolution of computer and communications technology has shifted the balance of power from producers to customers. This chapter explores why understanding customers and the value proposition that attracts and retains them is fundamental to any strategy. A case study is included.
Customer Management Strategy in Business Markets
by Das NarayandasDescribes in detail customer management strategies in business markets, including selection decisions, design and management of customer relationship strategies, monitoring the health of customer relations, and linking the vendors' customer management effort to customer profitability.
Customer Mania!: It's Never Too Late to Build a Customer-Focused Company
by Jim Ballard Ken Blanchard Fred FinchCustomer service is the single most pressing problem for business managers and people in any service or sales operation, especially at the retail level. In fact, many experts believe that you build a business from the customer up. InCustomer Mania!, Ken Blanchard, one of America's biggest bestselling authors and inspiring business leaders, writes of the key to customer service -- creating a people-oriented, performance-driven, customer-first organization. Along with coauthors Jim Ballard and Fred Finch, Blanchard explains why the customer is the right starting place from which to build a successful business. By drawing on examples from the world's largest restaurant company, Yum! -- owner of KFC, Taco Bell, Pizza Hut, Long John Silver's, and A&W Restaurants -- the authors explain how any company, large or small, can develop a unified, people-first, customer-oriented culture. Packed with practical insights, Customer Mania! emphasizes four critical steps: Set Your Sights on the Right Target. The bottom line grows from taking care of customers and creating a motivating environment for your people. Treat Customers the Right Way. Determine the kind of experience you want your customers to have as they interact with every part of the company. Treat Employees the Right Way. Use strategies ranging from smart hiring to training and development to managing performance and creating a recognition culture. Build the Right Kind of Leadership. You can't do it all yourself, so let your people put their own brains to work and then support them all the way. By relying on these concepts, businesses everywhere can cultivate passionate and engaged team members who contribute to the company's overall success. From CEO to middle manager to the person facing the consumer,Customer Mania!is a vital tool for enhancing their experience -- and their customer's.
The Customer Marketing Method
by Jay Curry Adam CurryToday the hottest new area of marketing is Customer Relationship Management (CRM) -- the discipline of identifying, attracting, and retaining a company¹s most valuable customers. Drawing upon more than ten years of testing, tryout, and implementation in hundreds of companies, CRM expert Jay Curry, and his Internet-expert son, Adam Curry, have written a clear, step-by-step guide to profiting from this exploding movement, with strategies that are aimed at the small and medium-sized business owners who need them most. Jay Curry explains how CRM can help managers boost profits by implementing a customer-focused strategy. Using easy-to-understand graphics, he introduces the customer pyramid -- segmented as "Top," "Big," "Medium," and "Small" -- to help the reader visualize, analyze, and improve customer profitability. Success comes to those who follow this three-step Customer Marketing Strategy: (1) get new customers into your pyramid; (2) move customers higher into your pyramid; (3) keep the customers in the pyramid. Combining practical how-to directives with vital CRM reference information, the book includes a case study, "InterTech," that allows readers to see customer-focused strategy in action. The final third of this practical, easy-to-read book is devoted to the Internet. Here Adam Curry introduces the "Permission Pyramid" and the "e-Customer Marketing Pyramid" to explain the nature of "virtual customer relationships" and how to use them to create, keep, and upgrade customers. This section includes mini-cases and tips to help managers use the Internet to complement current marketing and sales activities and ends with guidelines to test out the new paradigms of e-commerce. Throughout The Customer Marketing Method, the emphasis is always on practical steps to "make it happen." It is essential and timely reading for owners of small and medium-sized businesses as well as managers of small business units within larger firms.
Customer Obsessed: A Whole Company Approach to Delivering Exceptional Customer Experiences
by Eric BerridgeOptimize the customer experience via the cloud to gain a powerful competitive advantage Customer Obsessed looks at customer experience through the lens of the cloud to bring you a cutting-edge handbook for customer experience. Cloud technology has been hailed as a game-changer, but a recent IDC report shows that it accounts for less than three percent of total IT spending; why are so many companies neglecting such an enormous asset? This book provides a high-level overview of how the cloud can give you a competitive advantage. You'll learn how to integrate cloud technology into sound customer experience strategy to achieve unprecedented levels of success. More than just a state-of-the-field assessment, this book offers a set of concrete actions you can take today to leverage cloud computing into technical innovation and better business outcomes at all levels of your organization. You'll examine the many factors that influence the customer experience, and emerge with the insight to fine-tune your approach using the power of the cloud. What kind of advantage is your company leaving on the table? This book guides you through the key drivers of customer success to help you optimize your approach and leverage the future of global technology. Learn the keys to competitive advantage in the digital era Gain insight into each element that affects customer experience Harness the power of the cloud to achieve customer success Follow a prescriptive framework for optimizing customer experience We are in the golden age of IT innovation, but the majority of companies haven't even adopted cloud technology, much less begun to utilize its full business capabilities. Jump into the gap now, and reap the benefits as other struggle to catch up. Customer Obsessed gives you the guidance you need to achieve sustainable success in today's digital world.